3) Marketing & PR Flashcards
Marketing
Meeting the needs of the consumer during the exchange of services for money with the goal of enhancing pt satisfaction
- Integrates:
- Selling
- Ads
- Market research
- New product development
- Customer service
True or False: Marketing is the responsibility of every member of an organization
True
Market-Oriented PT
Oriented to the needs of pt’s
- Caters to the special needs of consumers (Hours, Physical Spaces, etc)
Market Response
How quickly an organization can respond to the needs of the marketplace
- Depends on internal and external factors
What are some business constraints?
- Govt → Permits, Zoning Laws
- Community
- The Media → Reputation
- Financial Institutions → Loans
- Professional Organizations → Behaviors
- Independent Regulatory Agencies
What is the goal of strategic marketing?
Potential buyers will respond favorably to the product/service that comes closest to meeting their specific needs/wants
What is the foundation of strategic planning?
Business Plan
What should effective marketing do?
Help an organization attract and retain their customers
What are the steps of strategic marketing?
1) Market analysis
2) Select Target Market
3) Marketing Strategy
4) Implement Plan
5) Monitor
6) Appraisal
What are the three types of market analysis?
- Environmental
- Market Characteristic
- Market Segment
Environment Market Analysis
Looks at trends, opportunities, and threats facing the organization now and in the future
Market Characteristic Analysis
Gives insight into the market
- ID’s present & future buyers
- ID’s what motivates the market
Marketing Strategy
Methods used to address the needs of the chosen population
- Differentiate btwn what the organization can and can’t do
Negative Demand
Market has an aversion to the product/service; Nobody wants it
Lack of Demand
People aren’t buying it bc they don’t know they need it
Latent Demand
Demand is strong but the service is currently unavailable
Faltering Demand
Declining demand
- Might be bc more attractive services are being offered
Irregular Demand
Demand is higher at certain times and lower at other times
Full Demand
Maintain the level of demand w/full utilization of personal resources
Overfull Demand
Demand for services exceeds the organization’s ability to supply it
Unwholesome Demand
Excessive demand that is detrimental to the organization or pt
What are the 4 P’s of marketing mix?
Product, Place, Price, & Promotion
How can ad effectiveness be measured?
- Reach → Target populations reached?
- Repetition
- Reading → # of peeps who actually read your material
- Recognition → # of peeps who ID your message
- Recall → # of peeps who remember being exposed to your advertising message
Public Relations
The development and maintenance of a favorable public image btwn practitioners, staff, suppliers, and the public
- Includes advertising, publicity, ad program visibility
Publicity
Used to incr a company’s reputation/believability
- Done through interviews, newspaper coverage, magazine articles, and public speaking events
What are the differences btwn advertising and publicity?
Advertising
- Has a cost
- Organization has control over what is said
- Less credibility
Publicity
- No cost
- Little/no control over what is said
- More credibility
Speaker’s Bureau
Volunteers to do public speaking events for audiences such as support groups, in-services, career days, etc
True or False: PR is an investment?
True
Satisfaction Survey
Used to find out how your practice ranks among pt’s, referring sources, and other professionals
